Fresh Connections: Floral was a highly engaging, information-packed event. Topics stretched from reaching the millennial consumer, creating stronger connections within the supply chain, to tactics for effectively using Pinterest. I easily related to each one of these topics and saw potential for growth. Responding to both the largest-growing consumer base — millennials — and addressing new ways to reach consumers, Fresh Connections: Floral provided me with a valuable set of tools to start engaging these potential avenues.
When reaching out to millennials, it is important to create a customized experience. This not only means helping them create their own new memorable moments, but also sharing our company's story. Elena Ozeritskaya stressed that transparency and authenticity are required for the entire supply chain and that millennials need to hear what makes a company unique, what values they hold, and what kind of product they are providing. Tying the value we see within our product to what experiences it may hold for the consumer, unlocks opportunities to reach millennials.
We are always looking for ways to create a more valuable presence online. Vincent Ng's session on Pinterest framed how a corporation should organize and promote their products to reach the largest number of consumers. Ng's expertise in picture design, to the use of promoted pins, and the process for choosing appropriate keywords shines light on the logistical puzzle of entering into this social network. Increasing the visibility of our products within this environment opens the door for some of Pinterest's up-and-coming capabilities — the "Buy It Now" button, for example — to be an ideal way to further expand our consumer base and increase sales.
Outside of the typical educational sessions, there was a chance to engage the entire supply chain and discuss key issues with these attendees. The second educational session stressed the concept that we, as a floral supply chain, need to come together, and this event illustrated exactly that. Taking it a step beyond just networking, though we did get to do that as well, I got to hear what the needs and visions of the other parts of the supply chain need and want.
Overall, this was an experience to remember. I look forward to seeing more of PMA's floral offerings on at Fresh Summit and on pma.com.